Question

Global marketing course:

1) The main benefits of face recognition for marketing?

2) List an example of an organization that either already benefits or could benefit by utilizing facial-recognition software?

3) Why marketers must be careful about the facial expressions and body language in the global marketing?

4) How privacy and security are affected by such technology?

5) Find out the regulations of one country of your choice (not the U.S.A.) regarding protecting privacy

Answer 1

1.The face recognition technology can enhance the advertisement experience for customer, engage the users in a better way, selecting the most appropriate products for which an individual can be targetted and ultimately increase the conversion rate.

2. The organisations like Expedia used facila recognition technology to see and analyse the response of the user to suggest the products most suited to them.

3. They must be very careful about the privacy concerns of the users and have their consent before capturing the facial expressions. They should also be concerned about protection of the personal data of the users against the threats of misuse if they fall into the hands of unethically motivated elements, and ultimately lead to legal issues.

4.The facila surveillance can be used to intrude the privacy of individuals, at times without their consents and their knowledge. Their data can be misused and this can give rise to even higher degree of privacy intrusion and breach. The facil recognition while used with personal, gender or racial biases, can lead to even more complications. In the first instance, it is difficult to assess whether the user is capturing it for benign purposes or for ulterior motives, which makes the people susceptible in granting consent for use.

5. Regulations in India

Though the privacy is not a fundamental right in India under constitution, the courts in recent times have acknowledged the right to privacy with the existing fundamental rights viz. freedom of speech and expression under Art 19(1)(a) and right to life and personal liberty under Art 21 of the Constitution of India. Though these fundamental rights are subject to reasonable restrictions as imposed by the state.

Presently India does not have any express protection laws for protection of data or privacy, and it is covered under IT act, 2000 and contract act 1872. A specific codified law in this concern is likely to be intorduced soon.